Dive Brief:

• A coalition of Philadelphia-area businesses, universities and organizations is looking to develop a "compelling global identity" for the Greater Philadelphia region through an online branding effort, according to a request for proposals (RFP) issued last month.
• The Philadelphia Global Identity Partnership (PGIP) is seeking proposals for a web design and development vendor to create an online identity that shows why the region is an "attractive place to work and live," encourages visitors, showcases content related to the Greater Philadelphia area and fosters public engagement.
• "The PGIP online toolkit will help our regional storytellers — including large and small businesses, non-profit organizations, influencers and community members — to accurately and authentically represent the Philadelphia region’s brand identity," the RFP reads. Responses from vendors are due by July 20.

Dive Insight:

Solving local issues with a regional approach has taken on increasing importance in recent years, with the likes of The Connective in Greater Phoenix and the North Texas Innovation Alliance working to solve major problems that do not respect jurisdictional boundaries. Philadelphia is taking a similar approach in creating a regional brand for itself, pulling in academia, businesses, nonprofits and other organizations to help.

The RFP says PGIP has a goal of developing a brand "that positions the Philadelphia region as a top tier global destination for investment, business, and talent." In the group's commitment statement from a recent newsletter, it notes that past efforts have not been coherent or focused on showcasing all that the region has to offer in one place.

"Our priority is elevating all of our individual efforts and amplifying them," PGIP wrote in its newsletter. "No more lone-ranger mentality — we must be a pack — a team — collaborative and invincible."

As technology evolves, cities have looked to be increasingly innovative in how they reach people inside and outside their boundaries. During the novel coronavirus pandemic (COVID-19), several have turned to social media platform TikTok in a bid to engage younger audiences through entertainment.

"Intrinsically, city government is so boring. Public hearings, city council meetings, blah blah blah. It's not fun or interesting because there’s just bureaucracy," Jordan Gilgenbach, digital communications coordinator for the City of Minneapolis, told Smart Cities Dive in an interview earlier this year. "If we can bring a little levity to that, and be entertaining and get some attention for it, that’s a win."

PGIP noted in its newsletter that organizations within its network will lead different projects around the new regional brand. It said this work is more important than ever given how the city must recover from the coronavirus pandemic that has battered business and the economy.